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Fnatic partners with Chinese esports agency to expand brand

Fnatic and B.O.O.T have entered a partnership. (Fnatic)
Fnatic and B.O.O.T have entered a partnership. (Fnatic)

Esports organization Fnatic has announced a strategic partnership with Chinese esports agency B.O.O.T.

The partnership was brought about by former Fnatic Counter-Strike player Harley “dsn” Orvall, who joined B.O.O.T as a coach in October 2016. As part of the partnership B.O.O.T will develop “unique content geared towards the Chinese audience” as well as assisting Fnatic in business development to improve the brand in China.

Fnatic and B.O.O.T are also in discussions for academy programming, gaming center activities, accessories and licensed gear. According to the press release, Fnatic is currently the “largest and most recognized Western esports team in Asia.”

The organization has signed teams and players in League of Legends, Counter-Strike, Dota 2, Overwatch, Heroes of the Storm, and more. It is headquartered in London, United Kingdom. Fnatic founder Sam Mathews recently confirmed in an interview that the organization would be launching a new gaming house in Los Angeles, and that the team’s Overwatch roster will be based in it.